Amazing ice record
With the infinite winter of 2012/13 showing no signs of abating, Swedish band “Shout out Louds”, have exploited the chilly temperatures to promote their new single, Blue Ice.
In conjunction with Swedish ad agency TBWA Stockholm, the band created a small number of ice record templates, with the band’s new single imprinted into a silicone master copy. Pour water on and freeze. Sounds simple, but the creative process was far harder than you might imagine: “One of the biggest challenges was that the bubbles made the ice cloudy and messed up the tiny tracks, which made the needle jump.” – TBWA art director Alex Fredlund.
Further trial and error revealed that using distilled water did the trick, giving the final product a consistent clarity and even surface.
The band and agency originally approached eminent professors from universities around the world who suggested the feat would be impossible. Undeterred, the team changed their offices into a mini laboratory and spent hours testing different molds, liquids and drying techniques.
While the copy is not perfect, the feat itself is worth applause and acclaim. But if you are struggling to hear the tune through the crackles and pops, here it is in its full digital glory.
Pics and vids via shoutoutlouds.com
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